Samsung is a South Korean multinational conglomerate company headquartered in Samsung Town, Seoul which comprises numerous subsidiaries and affiliated businesses, most of them united under the Samsung brand, and is the largest South Korean chaebol (business conglomerate). As an international enterprise, Samsung has launched several products abroad; therefore, trademark translation becomes an important issue to be taken into consideration. Take Galaxy, one of the Samsung products as an example.

Samsung Galaxy series refers to the high-end/flagship Android smartphones in the company with Super Smart devices of the GALAXY series, manufactured by Samsung Electronics. (Wikipedia,2014) When such popular smart phone entered into Chinese market, it not only confronted the difficulties of customers’ acceptance of unfamiliar edge-cutting devices but also trademark rendition. At first, Samsung translated the Galaxy as the word’s original meaning: the Milky Way, which was confusing and obscure for the buyer to know clearly what the product or the specialty of the smart phone. Giving this reason, Samsang altered the translation of the trademark to “Gaishi” in Chinese which indicated the speed and comprehensive function of the smart phone catching customers’ interests and attention. According to this case of Galaxy, translator has to review the familiarity of the target market, sparing effort to assist the trademark to be understood by people with different culture.

Haier Group is a Chinese multinational consumer electronics and home appliances company headquartered in Qingdao, Shandong province, China. It designs, develops, manufactures and sells products including air conditioners, mobile phones, computers, microwave ovens, washing machines, refrigerators, and televisions. The Haier enterprise translated its Chinese brand name directly into English applying the translation method of transliteration and the principle of simplicity, which embodied a strong sense of Chinese feature. In addition, Haier’s pronunciation is similar to the English word “Higher”, revealing the quality of Haier’ s products and the motivation of the enterprise , which is to pursue a higher level of profession and devotion. This outstanding rendition of the trademark indicates the mission of the brand, attracting customers and wining the loyalty and profit.

Youngor Group Co. Ltd was established in 1979 with a thirty-four-year development and gradually became a multinational company with fifty thousand employees and approximately 700 exclusive shops in China. As the expansion of the scale of the enterprise, it came into the market, reaping a huge profit. Youngor is a quite influential brand and it converts the brand name into Youngor considering the fact that the target customers of the company is young people and the main product line of it is business suits for adolescent and stylish group. This brand name translation fully manifested the principle of the product and the company, distinguishing it from other competitive companies.

Lenovo Group Ltd. is a Chinese multinational computer technology company with headquarters in Beijing, China, and Morrisville, North Carolina, United States. It designs, develops, manufactures and sells personal computers, tablet computers, smartphones, workstations, servers, electronic storage devices, IT management software and smart televisions. For getting a share from international market, Lenovo had established the trademark “Lenovo”. In the word “Lenovo” the etyma “nov” means creative and innovative. The translator of Lenovo considered the central idea that Lenovo Group tried to present referring to be creative in the PC industry. Since the Chinese version trademark of Lenovo is “Lian Xiang” which has the similar pronunciation as “Le” does, so the translator creatively added “Le” for customers to memorize. Hence, the translation of the trademark skillfully combined the branding idea and tricks for memory in the same time, which enables the company to be grandly accepted by the international market. 跨文化商标翻译对市场营销的影响Trademark Translation(11):http://www.youerw.com/yingyu/lunwen_929.html